Anywhere you might go in Florence, it seems, the FIAT brand is there. Its presence is marked by the old navy blue logo and the new red one on cars and advertisements, an indicator of both the company's success and the brand's popularity in its home country. Indeed, the FIAT name is iconic in Italian culture, notable today for its luxury sports cars as well as its recent takeover of the American giant, Chrysler. But here in Italy, the company extends well beyond automobile production. The corporation has played a significant role in Italian life, business and culture, acting as the most prominent driving force behind its social and industrial progress for over a century.